The Pitch: "Guaranteed to whiten your teeth eight shades in just 14 days!"
April 2009. Celebrity Sexy Teeth isn't advertised on TV, but this product -- supposedly a paint-on tooth whitener -- will reminder you of an as-seen-on-TV product. Heavily advertised online, Celebrity Sexy Teeth makes a lot of big promises, but reviewers say it doesn't deliver. The Internet is plastered with ads for Celebrity Sexy Teeth, but they're usually disguised as blogs written by ordinary people (such as HowIGotWhiteTeeth.com), making them especially deceptive.
Even if you find what looks like a comparison test (for example, the aforementioned reviewer compares Celebrity Sexy Teeth with well-known products like Crest Whitestrips or professional whitening), it may be a fake published by the company itself. TeethWhiteningReviews.com, a reputable site, says this is a common tactic in tooth-whitening scams, which apparently proliferate online.
Users report that Celebrity Sexy Teeth simply doesn't work -- and when they try to take advantage of the money-back guarantee, some say their refunds never appear. Complaints include the usual litany of problems associated with online scams. Some users say they were automatically enrolled for another shipment of Celebrity Sexy Teeth and charged $99 for it; others found surprise charges for $69.99, $39.95 or other amounts. The Better Business Bureau (BBB) has fielded more than 90 complaints against an affiliated New Jersey company, Wellness Watchers MD, which offers a $50 rebate for Celebrity Sexy Teeth. Many customers say they never received a rebate at all. Based on those complaints, the BBB gives Wellness Watchers MD a grade of F for reliability.
You'll see lots of suspicious (and anonymous) reviews online for Celebrity Sexy Teeth, but these are almost always from websites you've never heard of. However, TeethWhiteningReviews.com is a legitimate website that has collected hundreds of reviews for the product, most of them scathing. The site includes Celebrity Sexy Teeth in an article about teeth-whitening scams, as does the well-regarded scam-watcher blog WafflesAtNoon.com. Complaints about Celebrity Sexy Teeth and its affiliated companies have also amassed at the Better Business Bureau and ComplaintsBoard.com. We checked the American Dental Association website and found that Celebrity Sexy Teeth is not ADA-approved.
Nearly 40 teeth-whitening systems are reviewed on this website. Celebrity Sexy Teeth Whitener gets the lowest possible ratings for "affordability," "agreeability" and "how well it works," and the blog labels it a scam. Celebrity Sexy Teeth has attracted more than 860 comments -- far more than any other whitener -- and the majority of them are negative, with numerous users reporting unauthorized credit and bank card charges.
Review: Celebrity Sexy Teeth Whitener (Scam), Contributors to TeethWhiteningReviews.com
This article offers a good overview of how online teeth-whitening scams operate. TeethWhiteningReviews.com lists nearly 40 whitening "review sites" that it says are actually tools of the whitening companies. Celebrity Sexy Teeth is listed among the "online brands to avoid."
Review: Online Teeth Whitening Scams, Jan. 7, 2009
3. Better Business Bureau
New Jersey-based Wellness Watchers MD -- the rebate company listed on the Celebrity Sexy Teeth website -- gets the lowest possible grade of F for reliability from the Better Business Bureau. This page provides an overview of the 90-plus complaints the BBB has received against Wellness Watchers MD in the past three years.
Review: BBB Reliability Report for Wellness Watchers MD, Editors of Better Business Bureau
According to the Center for Science in the Public Interest, this blog is "written by an ad-industry insider" and keeps track of several Internet scams, including tooth-whitening scams. This page lists more than 30 teeth-whitening blogs and "review" sites that WafflesAtNoon.com believes are fake. According to this blog, Celebrity Sexy Teeth is one of several whitening products using these phony sales tactics.
Review: Scam Alert Part 4 -- Teeth Whitening, Editors of WafflesAtNoon.com, Jan. 24, 2009
Celebrity Sexy Teeth Whitener has accumulated about two dozen complaints on this board (some are listed under Celebrity Sexy Teeth). Complainants say the product didn't work, they were charged for unauthorized products and services, and they didn't receive promised rebates or refunds.
Review: Celebrity Sexy Teeth Whitener Complaints, Contributors to ComplaintsBoard.com
6. American Dental Association
This statement explains what chemicals tooth whiteners contain, and how they work. A link leads to a searchable database of ADA-approved products; Celebrity Sexy Teeth Whitener is not one of them.
Review: ADA Statement on the Safety and Effectiveness of Tooth Whitening Products, Editors of American Dental Association, Feb. 2008